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Evaluating and elevating brand awareness for Una seguros: marketing insights for strengthening brand perception
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| 1.07 MB | Adobe PDF |
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This thesis evaluates strategies to enhance brand awareness and equity for Una Seguros, a Portuguese insurance company. By combining market analysis, customer surveys, and Keller’s Customer-Based Brand Equity model, the study assesses Una Seguros’ brand
positioning. The research identifies challenges in customer satisfaction and loyalty, proposing actionable strategies such as optimizing the claims process for speed, transparency, and empathy. Improving these components will enhance customer experiences, strengthen brand
recall, and drive long-term loyalty, ultimately improving Una Seguros' competitive position and brand visibility.
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Brand awareness Brand equity Portuguese insurance industry Sports sponsorship Claims process Customer support